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This article was created by Cecilia Zhang who leads the UMS connect team. The team work with the clients closely on media and KOL strategies, plannings and executions. You can contact Cecilia via email: Cecilia.zhang@umssocial.com.   Luo Yonghao is a Chinese entrepreneur and internet celebrity, well known for his contributions to Chinese technology company, Smartisan, […]

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This article was created by Cecilia Zhang who leads the UMS connect team. The team work with the clients closely on media and KOL strategies, plannings and executions. You can contact Cecilia via email: Cecilia.zhang@umssocial.com. China’s cloud economy is accelerating faster than ever with businesses becoming digitally capable in a matter of months. The Covid-19 […]

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There is no question that over the past five years, live streaming in China’s online ecosystem has taken the market by storm, completely revolutionising the way people interact with brands, purchase products and discover new ones. This sales-boosting strategy has proven extremely effective on e-commerce sites for brands during the Singles Day, the biggest shopping […]

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There are many ways to go about doing branding activities that involve utilising fitness platforms in China. These platforms require different investment and return to brands, hence it is not all about choosing the ‘right’ way, rather a smart way to execute marketing activities on these platforms in China that are highly engaging to the […]

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Client: Lion Group Project: Farmers Union AFL Live Streaming Campaign     Lion, one of Australasia’s largest food and beverage companies, was looking to raise awareness of its yogurt brand Farmers Union among Chinese consumers. However, faced with China’s hugely competitive dairy market, Farmers Union needed a way to stand out and cut through the […]

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  With all the hype around WeChat these days, it’s easy to forget about Weibo, however do so at your peril, as there’s still plenty of life in the micro-messaging app.   WeChat has captured the nation’s attention and screen time, with the average user spending more than one hour a day on the app. […]

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Live streaming has exploded in recent years with Chinese brands and consumers embracing the new format to share stories, live events and promote products and experiences. China’s live streaming audiences continue to grow with the average user’s watching more than 200 minutes of live streaming content each month. Unsurprisingly in China’s mobile saturated market, 76.7% […]

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